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Episode 103: Four Legal Essentials for Business

Are you unclear on how to be legally compliant and protected in your business? 

Today I want to answer some questions that have come in from students in my Passion to Profit business training program and from some of my private business coaching clients, about the legal essentials of business.

I’m sure you’re aware of why it’s important to operate your business in a legally compliant way, so I want to introduce you to some of the basics that you need to have in place to do that.

In this episode I’m going to list four legal essentials for business that you need to be aware of, so that you can operate your business in a safe, professional and compliant way.

Just a note that I previously published an episode on must-have legal agreements for coaching businesses, and you can listen to that episode here.

I am hoping to secure a special podcast guest on this topic in future – stay tuned.

1. Appropriate Insurance

Any practitioner needs insurance that’s appropriate to their profession and level of risk associated with it, which could include the sale of products. 

There are two types of insurance that you normally buy in a package:

  1. Medical Liability / Professional indemnity, and
  2. Public liability.

Let’s talk about the professional indemnity aspect first.

This is designed to protect you if someone sues you for loss, injury, omission or breach of duty from using your health coaching services. 

In partnership with taking out indemnity insurance, it’s essential that you work within your scope of practice and can prove that it’s your intention to work that way and that you actually ARE working within scope.

This is where formal policies and procedures come in. 

Policies state your intention and include statements of your scope of practice and the standards by which you deliver services and/or products. 

Any practitioner needs insurance that’s appropriate to their profession and level of risk associated with it.

Procedures back up your policies by outlining the specific steps you take to ensure safety, quality, privacy etc in your day to day operations. 

Note that policies and procedures are only evidence if you are actually running your business in alignment with them!

Now let’s talk about public liability.

This is designed to protect you if a third party sues you for accidental injury or damage sustained while using your service.

Imagine that you are holding a workshop in your home and someone trips on your extension cord and smashes their nose on the side of a table and needs costly medical attention.

OUCH! 

That person might decide to sue you to cover their medical bills, claiming that you didn’t take due care to provide a safe environment.

Apart from ensuring safety basics for any events or services you deliver, such as putting a slip-proof mat over your cords and tucking them away safely out of reach of people’s feet, it’s essential that you have public liability to cover you in this situation, and many others that fall under the banner of liability.

It’s important to ensure that your policy includes legal defence costs so that you have adequate legal support to defend allegations made against you arising from your Health Coaching advice or business operations.

If you run a coaching business, then I recommend checking out insurance cover via our industry association – Health Coaches Australia and New Zealand Association.

2. Website Disclaimers

Do all Australian websites need a disclaimer?

Your website needs disclaimers to prove that it is fit for purpose and to state the intention of how the information you provide should be used.

Remember that you can’t control how people interpret your words and ideas. 

So if you give opinions or advice, even inadvertently, a reader may decide to sue you because they experienced loss, misfortune or health issues after reading one of your blogs, or buying one of your DIY products, and misinterpreting the application.

Here is a great blog by Legal123 on this topic

They say that “every website contains information, and in most instances there is a specific intention for the information on the website. A disclaimer will help prevent a viewer suing the website and owner for any loss suffered from taking this information and interpreting it in the wrong way.”

3. Complying with Copyright

According to the Australian Copyright Council, copyright is free and exists the moment you create something in material form. There’s a great fact sheet that I’ll link to in the notes.

In other words, the programs, resources and client worksheets that you create automatically have copyright applied.

When it comes to your website, the whole website is not protected but all of the content you create and add to it IS protected by copyright.

And if you decide to quote somebody or use somebody else’s images or words, you need their permission to do that otherwise you are breaching copyright.

So, what about all those great free images that you get from places like Unsplash.com to use in your blogs or on your workbook covers?

Some sites like Unsplash say that you can use images for free, but they do prefer you to attribute authors in your blogs, and they have a couple of conditions on use.

In the design platform Canva, you can access free images and have freedom of use, but there may be conditions on how paid images may be used in a commercial setting.

The takeaway is – if you are using images, text or music that someone else created, you may need permission to use it but you will need to check the terms of use for that item.

In any case, make sure you include a references section with a hyperlink to the source in any published material that draws on others’ work.

4. Client Data Storage Security

Life was easy before the internet. You simply needed a lockable, fireproof filing cabinet and a pledge to keep records safe and secure for 7 years, before archiving them until the 15 year mark at which point you would shred them.

If you operate in the hard copy world, this is still valid.

But if you’re working online in any capacity, you need good digital security.

There are two parts to client digital data storage and security: 

  1. Making sure that clients sessions are stored on a secure cloud platform if using, and 
  2. Ensuring security of your own PC.

Regarding platform security, I want to share this blog that seems to be independent and gives a great comparison guide. It rates OneDrive as the best for security and privacy as compared with Dropbox and Google Drive at the time this podcast was published.

Even if you’re not using the cloud to store client information, you need to ensure that your computer and digital data are secure.

Individual businesses may be less likely targeted/attacked by hackers, but it’s no guarantee.

Two things you can do to beef up your security are:

  1. To share files with clients via a secure upload/transfer program like wetransfer, then move them to your C drive (off the cloud) or a plug-in external drive that you can lock away in a cabinet.
  2. It’s also critical to have a firewall, virus and malware software to reduce or eliminate the issue of hacking. Malwarebytes is a free online, trusted tool for scanning for and eliminating malware.

Summing it Up

Aside from business law, which I’ll discuss in a future podcast, and legal contracts, which I discussed in a previous podcast, there are four essential ways to ensure that your business is legally compliant and protected. They are:

  1. Appropriate insurance, backed up by policies and procedures
  2. Website disclaimers
  3. Complying with copyright, and
  4. Client data storage security

I have included links in the notes that will help you with these areas. I’m not a lawyer but I’ve been in business and around contracts for a long time and have seen things go pear shaped for others – as well as having a couple of near-misses myself and am grateful I’d done the right thing in both cases to protect myself from client misuse.

Putting the necessary legal infrastructure demonstrates that you’re serious about your business and about operating to a high, professional standard. 

Let me be clear – most of your business activities are probably safe, compliant and harmless. 

But I encourage you to safeguard that by putting the necessary legal infrastructure in place to get your business up to an appropriate standard of legal compliance and protection.

Aside from anything, it demonstrates that you’re serious about your business and about operating to a high, professional standard. 

Ready to get savvy about all aspects of your coaching business?

Knowing what to do can make it easy. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 101: Two Hot Marketing Success Tips

In this episode I’ll be sharing two powerful aha moments that my clients have had this week, so that you can get really comfortable with marketing AND do it with confidence, and sell your stuff like a boss.

This past week I have had two really interesting conversations with a couple of my clients about what marketing is and what marketing isn’t and how to get into the right mindset to really embrace marketing and do it well. 

These conversations were eye openers for my clients and it helped them to totally get a different perspective on  marketing, so I wanted to share them with you here today. 

The tips are to help you 1. feel totally comfortable about marketing and how to do it, and 2. To sell your services with a sense of conviction.

Tip #1 – a comfortable marketing perspective

One of my clients is SUPER good at connecting and networking with people, yet she has always shied away from the idea of ‘marketing’

I explained to her that, essentially, marketing is exactly like the process of making friends.

You need to invest in friendships and earn the right to be a friend before you can ask them to help you move house, or babysit your three kids for a weekend, right?

So in the same sense, marketing is a process of getting to know your kind of people who have a common problem and interest. And it’s about networking with colleagues in the same way, having general conversations on points of interest and staying in touch.

You’re staying connected with those friends (potential clients) and talking about things that matter to you both. 

You can do this on an email list, or in a FB group, or via a WhatsApp feed, or a meetup group, or whatever way you want.

The point is, whichever way you choose to build and maintain a community of ‘friends’ (prospective clients), you need to show up consistently and talk to them about what matters.

By being a good friend – supporting them, offering help and value, helping them stay motivated or inspired – they will want to reciprocate.

So every now and again, when you DO make an offer, free or paid, they’ll either want to buy it, or recommend it to others, because they think you’re amazing.

Once I’d explained marketing this way to my client, she had a massive shift and it suddenly opened up so much understanding and possibility for how her marketing could look, going forward.

Tip #2 – celebrating success to sell more, more easily

I have helped several clients with sales conversations recently and there seems to be a common theme – the feeling of I’m not good enough.

Sound familiar?

Most of us are taught that we shouldn’t be boastful, or that we should be humble, or that we shouldn’t talk ourselves up.

I totally agree! Humility is an important and attractive trait.

BUT you can be humble AND promote yourself at the same time in an authentic way, so that you can sell more easily.

The main obstacle most people face is that they’re stuck in the ‘I haven’t done anything amazing’ headspace.

The way to get around that is to celebrate your success – then the authentic sales copy will come tumbling out.

Here’s an example.

I was speaking with someone trying to reach people in a new niche, and she was feeling pretty disheartened by what she described as a ‘lack of ideal clients’ in her latest program.

With some coaching conversation around her successes, it was revealed that she had more clients than she thought. In fact, 50% of her current clients were her ideal clients.

Further, those 50% of clients were all very well networked and could introduce her to potential opportunities in the corporate space.

Celebrating success created a fresh perspective on things.

Coupled with Tip #1 above, suddenly a whole new world opened up for this client of mine, in terms of marketing and she left our session feeling energized, excited and very proactive about connecting with people (instead of marketing) and expanding her niche.

By celebrating her own wins, she was able to see what she had achieved and how to go out and talk about the wins of her clients so she could attract more of the same.

I had two other experiences like this in the past week and it made me realise that I had to share this with you!

In all cases, it all comes down to that good old coaching question – what are you making this mean?

The facts of the situation never change – it’s your interpretation of them – or what you make them  mean – that affects whether you feel like a loser or a winner.

The great thing is that you can control your thoughts.

And to succeed in anything, in business or life, you need to believe in yourself and your methods. 

In Summary

Marketing and making friends follow roughly the same sort of process. You have to have some general conversation to build trust and rapport over a period of time – at least a few months – before you can expect anything in return. You need to give first in order to receive, as Stephen Covey would say.

Marketing is a process of getting to know your kind of people who have a common problem and interest.

In addition, when you celebrate your successes, you see valuable wins which can help you to either feel more confident in talking about what you do, or even better, to help you speak about the results your clients achieved, so you can attract more of the same.

It all comes down to your thinking patterns – they rule your results.

If you want to master your thinking and beliefs about your business, visit melaniejwhite.com/habitology and join my monthly membership where you’ll gain the skills, structure, support and confidence you need to take action and get traction in your business.

Ready to get more comfortable with marketing?

There are habits can help you sell more easily! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 95: Validation and Profit

This episode shows you why and how validation using rigorous, high quality data is your secret weapon for helping your clients to get better results and make long lasting change, and to create more value, more sales, higher prices and better profit.

Today’s episode is called validation, and I’m talking in relation to results that your clients get in your coaching business.

In my last episode I talked about how to sell more coaching programs with the inclusion of monitoring data, and that’s the backstory for today’s episode.

I’ve chosen the title ‘validation’ because I want to show you why and how rigorous, high quality data is your secret weapon for helping your clients to get better results and make long lasting change, and to create more value, sales and higher prices.

What is validation?

Let’s start with a simple definition.

  • The action of checking or proving the accuracy of something.
  • The recognition or affirmation that something is valid or worthwhile.

 Change is hard for our brains, and data gives our brains the validation they need to decide a habit is worth continuing.

Why Validation Matters

Let’s start by talking about why validation is important.

Let’s say that your client is living a stressful life, and she quite likes the idea of regular meditation and wants to start up a regular habit to help her relieve stress.

To create a consistent habit, you know she’ll need to convince her brain that it’s worth it.

That’s because the human brain prefers to run efficiently, on autopilot, doing the things it already knows how to do well, so it can focus on threat, survival and fun stuff.

Therefore, according to your client’s brain, having to bring focus on developing a new habit is a chore and possibly a risk. 

Change is hard for our brains, and data gives our brains the validation they need to decide a habit is worth continuing.

Aside from learning how to do the habit, her brain requires a process of ‘learning’ a whole bunch of micro habits and rewiring entrenched behaviours that happen before and after the meditation, before it can get the habit to happen automatically.

For example, she’ll have to learn to stop what she’s doing, say no to people, set aside time, stop saying she’s too busy, and then do the darn 10 minutes of meditation.

As she juggles her competing priorities and her already entrained habits that create stress, her brain will start to realise that starting a simple habit like 10 minutes of meditation is actually hard to fit in, commit to, and do consistently. 

That will probably feel uncomfortable. She’ll have the urge to continue with her ‘more important’ stuff.

And a day after she meditates, she may feel totally stressed again, so her brain will question how effective it really is, because the results may not be huge or immediate. 

Her belief system could jump on the bandwagon. She might start telling herself that this is too hard. She might tell herself that I might as well give up, because I am probably going to fail anyway.

This is why validation with evidence-based data is so important.

It does more than just prove to your client’s brain that a habit is safe and worth the effort. 

It also provides tangible evidence that your client is capable of change and that the results are worth pursuing.

This is especially important for habits that have little to no visible, immediate impact.

For example, there are habits like physical exercise where you feel the endorphin rush and sweat afterwards. There’s a tangible impact.

Compare that with deep breathing exercises to lower your blood pressure and stress hormones. Those are two pretty invisible measures that your habits had a gradual, positive impact. No immediate reward there.

That begs the question – how do we help our clients monitor and measure progress? What kind of data are going to be meaningful?

Let’s look at two types of data – qualitative, and quantitative.

As she juggles her competing priorities and her already entrained habits that create stress, her brain will start to realise that starting a simple habit like 10 minutes of meditation is actually hard to fit in, commit to, and do consistently. 

That will probably feel uncomfortable. She’ll have the urge to continue with her ‘more important’ stuff.

And a day after she meditates, she may feel totally stressed again, so her brain will question how effective it really is, because the results may not be huge or immediate. 

Her belief system could jump on the bandwagon. She might start telling herself that this is too hard. She might tell herself that I might as well give up, because I am probably going to fail anyway.

This is why validation with evidence-based data is so important.

It does more than just prove to your client’s brain that a habit is safe and worth the effort. 

It also provides tangible evidence that your client is capable of change and that the results are worth pursuing.

This is especially important for habits that have little to no visible, immediate impact.

For example, there are habits like physical exercise where you feel the endorphin rush and sweat afterwards. There’s a tangible impact.

Compare that with deep breathing exercises to lower your blood pressure and stress hormones. Those are two pretty invisible measures that your habits had a gradual, positive impact. No immediate reward there.

That begs the question – how do we help our clients monitor and measure progress? What kind of data are going to be meaningful?

Let’s look at two types of data – qualitative, and quantitative.

Qualitative (subjective) data

Normally coaches use tools that are subjective, that is, where the client rates themselves.

We use various quizzes, questionnaires, 1 – 10 rulers, sleep diaries, logging sheets and other self-rating tools to help clients understand what they feel, who they are and what’s changing for them.

They use these to rate hunger, energy, mood, stress, sleep quality, response to food and similar types of information.

Qualitative data is very important because it captures how the client feels at any given moment. The problem is, that information is subject to bias.

A client who self-rates may feel exuberant one day, and miserable two days later, so their mood will skew the data.

Even the more high level, scientifically validated questionnaires can be influenced by bias.

I had a client do a quiz several times because she wasn’t sure that her answers were accurate and she got a different answer every time.

How would you feel about the data if that was you? 

How much would you trust it? 

Could you rely on it?

That’s why coaching programs can be bolstered by rigorous data collected in an accurate way.

This kind of data provides the validation our clients need to believe that they can do something, and to believe that their new habits are ‘working’ and ‘getting results.’

Quantitative (objective) data

This is essentially what quantitative data is – objective data that is measured accurately using numbers.

Even better, using calibrated devices to measure physiological data that shows the impact of our habits on our bodies and minds.

One of the best examples is the bioimpedance scale which measures body composition – in other words – bone, fat, muscle and water. 

While not as accurate as a Dexa scan, bioimpedance is an easy and accessible method to quantify body weight, muscle mass, bone mass, hydration and body fat percentage.

Obviously the more expensive models give more accurate data, and a Dexa scan is the most accurate.

I used this scale early in my business – from 2005 onwards – as a marketing tool. At health expos I had lines of people out the door wanting to get their body composition measured, while other vendors stood at empty stands, wondering what was going on.

 

Data provides tangible evidence that your client is capable of change and that the results are worth pursuing.

I used this scale in my coaching program to help clients see tangible changes in their bodies – inside and out – in conjunction with other qualitative and quantitative measures.

These methods gave my clients plenty of evidence that their bodies and minds were changing and, it gave me a huge data set that could be used to demonstrate typical client outcomes in my marketing.

For example, I could specify that 99% of my clients lost weight during my program, ranging from 3 – 15kg, and with the majority of that being body fat based on the numbers recorded.

These were all things that they measured during the life of their program, so they had great awareness of what had changed.

They loved the physiological data as it proved their lifestyle changes were having an impact and it validated how they felt.

You can imagine what that did for my marketing!

My clients would say things like – “there is real science behind this”, and “I have gotten so much more out of this program than I ever expected!”

That’s just with a simple scale.

More recently, some higher tech options have come up to get even better quality data.

One that comes to mind is the heart rate strap and watch that measure exercise performance.

There are a variety of wearable watches that measure various physiological data. 

I can imagine what my clients will say in future when I use these devices as part of their coaching program and I’m very excited about the value, precision and accurate response measurement that can be developed.

It will help us to add tangibility to our somewhat intangible services.

It will help your clients to quickly identify which of their habit based interventions are having the greatest impact, and help them pinpoint where to focus their energy.

They will have a greater appreciation for the effectiveness of habit-based intervention, and a greater awareness of their own best solutions for managing physical and mental health.

And finally, it will give coaches a competitive advantage over others, help them to sell more programs, at higher prices and retain clients for a longer period, as has been my own experience in my own coaching business.

I am excited to share some new research in this area in coming months.

For now, if you would like to know more about monitoring and measuring, please get in touch at melaniejwhite.com/contact.

Ready to use data to improve your coaching business?

Knowing howto use data effectively can make all the difference. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 93: Client Strengths = Better Marketing

In today’s episode, I want to show you a great way to capture important information about your clients so that you can learn more about who your ideal client is, who you naturally attract, and how to become more of a client magnet.

There are really two parts to working with clients in a coaching relationship. 

The first part is to help our clients become more self aware so that they know what thinking and doing habits need to change. 

When our clients are more self-aware it facilitates the second main part of coaching clients, which is helping them to experiment with new lifestyle habits and make those changes in a way that suits them, their needs and their personalities.

Coaches use a variety of quizzes and questionnaires to help clients become self-aware. I call this ‘grow’ content because every time a client learns something about themselves it helps them to grow a little.

And one of the main tools that coaches use is the VIA strength test.

In this episode I want to walk you through a step-by-step process of enhancing the professionalism of your practice, and using the VIA strengths test information to enhance your marketing.

VIA strengths test

The VIA Institute on character is an organisation that combines the science of strength with the practice of well-being. 

According to their website:

The VIA Institute on Character helps people change their lives by tapping into the power of their own greatest strengths. Established as non-profit organization in 2001, we set out – and continue to – advance both the science and practice of character, and empower those on their strengths-building journey. That’s why we make our research accessible to everyone and offer the VIA Survey free of charge, worldwide.

 

Every time a client learns something about themselves it helps them to grow a little.

They say that “your character strengths are the qualities that come most naturally to you. They say that every individual possesses all the 24 character strengths in different degrees, giving each person a unique character strengths profile. And when you know your strengths you can improve your life and thrive. The research reveals that people who use their strength a lot are 18 times more likely to be flourishing than those who do not use their strengths.”

The VIA character strengths test is a core piece of strengths-based coaching and it sets the scene for introducing positive psychology into your coaching sessions, and helping your clients create an upward spiral with their health and wellbeing habits.

Enhancing Your Professionalism

As a scientist by training, I’m a strong believer that every time you do something in your business it makes sense to do it in the most professional, replicable, efficient and streamlined way possible. 

And the first tip that I want to share with you today is something that is going to help you build your professional, credible reputation.

You can actually create your own professional account on the VIA website and you can store basic client results in that website. 

Firstly, what that means is that you can give your client a personalized link to the VIA website that has your practice name or business name in the URL.

Here’s how you set that up.

Firstly visit www.viacharacter.org

Click on the ‘Professionals’ menu link in the top right of the screen.

Choose ‘Pro Sites’ from the dropdown menu.

Read the information on that page, scroll down and go to the Create Your Pro Site Now button, and follow the prompts.

Now, you can send your clients a unique URL with your business name in it, taking them to the VIA test.

My link is http://melaniejwhite.pro.viasurvey.org

Now, when your clients take this survey you will be sent an email letting you know that they have completed it and you will be able to log into this website and see a list of clients who taken the strengths survey, the date that they took the survey, and you’ll be able to click through to see their results. 

This is all free. 

There are other things that you can get with a paid account but you probably don’t need those things yet.

Know Your Niche, Enhance Your Marketing

Here is the really interesting thing about the data that you collect over time.

I have a couple of coaches that work in my business as licensees for an 8-week weight loss program that I developed. 

Recently, I downloaded The VIA survey data for all of our clients from that program.

Then, I made a spreadsheet that lists the top 5 strengths of the clients who have recently taken the test. And then I sorted them by coach. 

My theory is that we tend to attract people who are 80% like us and I wanted to see if this strengths data reflected that different coaches are actually attracting different kinds of clients.

And the results are pretty amazing. 

For the clients that I have coached recently around weight loss, their top 3 strengths fairness, gratitude and honesty. All of my clients have had at least two of these in their top 3 strengths.

For another coach in my business, all of her clients top 3 – 4 strengths were honesty, kindness, love and humour.

So very clearly the two of us are attracting slightly different kinds of people. Honesty is something that all of our clients have as a very high ranking strength. 

But hers are slightly different to mine. 

I also see that my clients are much more consistent in the top 3 strengths than the other coach, and perhaps that means that she works with a slightly broader range of clients or that her niche is less defined than mine.

What does this all mean, and how can we use this to improve our marketing? 

Well looking at my client list, and knowing that I seem to attract people whose top strengths are gratitude, fairness and honesty, I know more about my ideal client AND I can more likely attract them with sales copy that creates those sorts of emotions.

I can present my offer in a way that seems fair.

I can be open and frank about who it is and isn’t for, and what is or isn’t included.

I can share my gratitude for being able to help others around through the power of their transformation.

This is just a bit of an idea of how you could use this information but it’s really amazing to see these trends and to understand the power of this information.

Regularly checking in with strengths survey results and collating the data in this way might make a big difference to your ability to attract and engage potential clients. 

Summary

To wrap up today’s episode as coaches we like to help clients become self-aware and to use their strengths to experiment with and form new habits.

We use a variety of quizzes and questionnaires to create aha moments and raise self-awareness.

The VIA character strengths questionnaire is a recognised tool that many Health and wellness coaches use.

You can go to the VIA website and create your own professional account, as part of your professional positioning.

Being more self-aware helps our clients to experiment with new lifestyle habits and make those changes in a way that suits them.

In addition to that, you can collate client data in a spreadsheet and identify trends that tell you important things, like how clearly defined your niche is, the common ground between you and your ideal client, and the types of strengths and emotions that might resonate with them in your marketing copy.

I’ve included links in the transcript of this episode to help you get started on getting to know your clients better.

Ready to know your client better?

Quizzes are just one of many tools that can make your coaching business easier and more effectictive. If you’re truly ready to break old habits and make your life easier I encourage you to check out the Habitology membership.

Learn more here:

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Episode 88: Packaging Coaching Part 2 – Interview with Irena Geller of Irena Geller Coaching

Confused about how to package coaching with an existing service? This is part 2 of a series of interviews explaining how to do it.

Today, I talk to Irena Geller about working with a ready-made coaching program.

Ready to package coaching with your existing service?

It might be what you have been looking for. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 79: Interview with Terri Sparrow on packaging coaching with a product

Confused about how to package coaching with an existing service? This is part 1 of a series of interviews explaining how to do it.

Today, I talk to Terri Sparrow about packaging coaching with a product.

Ready to package coaching with your existing product?

It might be what you have been looking for. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 63: 5 Steps To Increase Your Buyability

I want to talk today about the concept of buyability and increasing your buyability.

Yes, I think buyability is a made up word! 

The concept is about what makes you and your services easy to purchase – so people become willing or even desperate to buy from you.

I want to explore this concept FULLY in this episode so you can do what’s necessary to sort out your services and the marketing of them, to make them compelling, mouth watering and irresistable.

I’ve spent literally thousands of dollars on sales and marketing training.

But it’s the thousands of sales conversations that have taught me the most. 

A person’s tone of voice and body language give more clues about whether someone will buy or not, than any training course can.

To become more buyable, you need to combine the theory of sales and marketing with emotional intelligence and a bit of BQ.

Trust Comes First

The foundation of buying a service is trust. 

If somebody doesn’t like or trust you, it’s highly unlikely that they will buy from you.

That’s why people say marketing is ‘the long game’. 

It takes time and consistently showing up to build trust and rapport and relationship, to lay the foundation for a future sale.

If you try leading with sales because you’re desperate to earn money, you’ll break trust.

Now, here are the 5 steps to increase your buyability. 

Step #1 – Be clear about who you are, who you are not, and what you stand for.

People buy your why. They buy from you because you are similar to them in values, experience, personality or demographic.  

So you must first figure out who you are and who you naturally attract, so you can enhance and focus your marketing to those people. 

Example: My mission is to help mothers to regain their career confidence and get back into the workforce so that they can create independent wealth and feel valued.

Action step: write out your vision. Then, dig deep and find out what drives you. What your bigger mission is in the world. The impact you want to have. 

This will help you discover the values and motivators about your much bigger mission.

Step #2 – Discover the ONE thing that keeps them awake at night, worrying.

People buy when they are emotional or irrational about a problem they can’t solve.  

When you find out what that problem is, you can show people how your service can help them solve it.

Example: I know what it’s like to look in the mirror and loathe what you see. That’s why I created this program – to help you start accepting and even loving yourself as you are.

Action step: have conversations with at least 10 people who are your ideal clients to discover what their biggest challenge is, and the words they use to describe it.  

People buy for emotive reasons, when they have a big problem they can’t solve or a big vision they need help to achieve, from people that they know, like and trust. 

Step #3 – Describe your services as benefits or results they will get, using their own ‘feeling’ words.

People buy results – and more importantly, they buy when the offer you make is clearly and specifically describing the result they think they want or need.  

Don’t assume you know what people want or that you know better. This is actually condescending at words, and ignorant at best. 

Example: In 8 weeks, you will reclaim your get up and go and feel motivated, energized and committed to your fitness. 

Action step: have conversations with at least 10 people who are your ideal clients to discover what their biggest challenge is, and the words they use to describe it.  

Step #4 – Describe who your service is for, and not for.

People buy when they are ready, willing and able to do the work they need to do to get the result they want. 

You don’t want uncommitted people or tyre-kickers. By listing the specific traits of your buyer, you are helping people identify themselves as someone you can help. The time wasters won’t bother to enquire.

Example: This program is for women who struggle with anxiety and it’s affecting their relationships, and they are finally ready to get some help to fix things.

This program is NOT for you if you are unwilling to get out of your comfort zone, or if you have been diagnosed with a mental health condition.

Action step: based on the conversations you’ve had, get really clear on who you naturally attract, are best suited to working with and who is ready to buy. You can use that to create some text to describe who you are and aren’t looking for. 

Step #5 – You will find your ideal client where YOU are.

Back to Step 1 – people buy from those who are similar. Your ideal client is 70 – 80% like you. 

So use marketing strategies and tactics that leverage your skills and strengths.

Example: you hate going on social media and prefer meeting people face to face. Your ideal client will probably also hate social media. 

So stop trying to force yourself to go there, build a website instead, and get out to networking meetings.

Action step: If you have completed steps 1 – 4, you should have a description of what you sell, to who, how they benefit, and who it’s for and not for. Armed with that information, you are ready to start marketing. 

Choose 3 marketing strategies that best suit your personality, learning style and communication skills. Then, for each, define the tactics you will use to reach out to clients. Then make a plan to start doing them through the year.

It is this last step that will generate you a consistent set of leads and sales. You will probably need to treat your first 3 – 9 months as a big experiment and give each tactic a red hot go for at least 6 months to see what works and what doesn’t.

It takes time and consistently showing up to build trust and rapport and relationship, to lay the foundation for a future sale.

Summary

People buy for emotive reasons, when they have a big problem they can’t solve or a big vision they need help to achieve, from people that they know, like and trust. 

Usually we buy from people who are like us. 

If you follow the five steps in this episode, you will increase your buyability, because you will more likely connect with and engage with potential clients in places where you both like to meet others.

Ready to work on your marketing strategy?

Send me an email to request more information on a tailored service I offer. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 10: 9 of the Best Reasons to Target a Niche

9 of the Best Reasons to Target a Niche

Today I want to dive deep into why you might want to target a niche. 

Why define and target a niche in your business?

Here are 9 of the best reasons I have:

1. Your niche sets the scene for everything else you do in your business.

Most people in business make the newbie mistake of rushing into a big marketing effort but before you can market anything and sell anything you need to know what you want to sell, and who you are selling it to, how it’s going to help that person, what you’re going to charge them and why it’s great value. When you know those things you are ready to start marketing with confidence. Then you get clarity on what sorts of services you’re going offer, how you are going to market to them, where you are going to find them and what sort of business systems you’ll need.

2. Targeting a niche allows you to stand out and be known.

There’s a saying that goes: “If you don’t stand fo something, you stand for nothing”. If you want to be different to every other service or coach out there, targeting a niche allows you to become a specialist, you become known for one thing. It helps you build a profile, and be recognised. It’s much easier to be known and attract clients that way

3. Jack of all trades, master of none.

If what you do and the results you offer aren’t clear, then your potential client listening will question your ability to be good at those things. It raises questions of trust. Most people when seeking help are trying to solve one specific problem. You will be easier to find if you have a clear message. You can position as a specialist in one area, it creates trust, and makes you easier to find.

4. You can’t multi-task problem solving.

Remember that coaches work on helping people change their habits. It takes about 68 days to form one habit. That’s the average according to research. As a coach, you want to help people get real tangible results in the time frame that you are working with them, which will typically 6-12 weeks. They are not going to get the results they are after if you try to throw the kitchen sink at them. If you help a client work on one issue and maybe 2-3 habits around that one issue, they will get far better results than if you try to do everything and cram it in. Keep out the kitchen sink and focus on that one thing. That’s what targeting a niche is all about.

 

5. Your vibe attracts your tribe.

Whether you like it or not, you are going to attract a certain type of person. Normally that person is going to be pretty much like you, I say around 70-80% like you in terms of their age, values, journey. If you work out who YOU are and therefore who you are most likely to attract, you are going to find it much easier to find loyal clients who love you. This is especially important in coaching, where relationships and personal service and chemistry are everything in terms of your business success. Take the straight line approach, and start looking for the people who you naturally attract.

6. You can more easily create high value services.

People buy for 2 reasons: they buy because they want to solve a problem or they buy for pleasure. IOf you are working as a health or wellness coach, your are working to help solve your problem. Imagine if you went to see someone who knew exactly what your circumstances were and what you were going through and exactly what works. How would you feel? This is what I mean by high value services. If you can tailor your coaching, your tools, the resources that you use, the types of programs and services that you offer to a particular niche, they are going to feel as though you are servicing them and their specific needs. The perceived value of what you offer is going to be much higher than if you offer something general that might not tick all the boxes for them. That’s really important when it comes to pricing and earning what you want to earn in your business.

7. Finding a niche allows you to target your marketing and save you time money and the heartache of rejection.

When you know exactly who your ideal client is, you can go directly to where your client is and know that I higher proportion of people are going to take up your services because they are your kind of people. Simply by focussing on the people that you can most likely help and who are most likely to engage with you, you will feel more confident because you will get a greater response rate and more engagement, more buy in. It will save you time, money and heartache. Marketing becomes much easier when you target a niche

8. Most of a buying decision is based on feelings.

When you can relate to your ideal client and tell their story authentically, they will want to buy from you because they feel that sense of rapport and relationship. By building an emotional connection and trust with your ideal client, they are going to have stronger emotional connection with you in the beginning, which makes them more likely to buy from you

9. You can invest your heart and soul in what is most meaningful for you.

This will help you find a true sense of alignment. You will sense that you have deep meaning in your work, a purpose that is authentically you and what you are truly interested in. That means you will probably do a really good job at it. Imagine what it would feel like to turn up to work and love what you do and be totally immersed in it. Your enthusiasm and energy for what you do will in turn attract more clients to you. Instead of trying to be good at everything, just be good at everything, just be good at one thing. Figure out what you love to do, and just do that. It’s going to be way better for attracting clients and creating better outcomes.

Those are my reasons for starting out with a niche.

It makes everything clear and simple, and you can change as time goes on.

When you start out you may not be clear on who you are and who you’d like to target, but you can explore and experiment to find your niche. Put a time limit on in, I suggest around 3 – 6 months. Go out and meet people being around people and understanding their challenges and see what lights you up the best. Then take one direction and follow it for 6-12 months, give it a good go and see how it works for you.

Ready to find your niche?

You’re invited! The Habitology Membership is the perfect tool if you’re truly ready to grow a successful coaching business – and that starts with you. I encourage you to check it out. Learn more here: